Breeder's Choice has been providing Australian homes with 99%
recycled paper cat litter for over 30 years. Free from nasties like
chemicals or additives, the uniquely formulated pellets are highly
absorbent with natural odour control.
Driven by the belief that ‘pets make us better people’, Breeder’s Choice continues to be embraced by consumers looking for a recycled high performing product that’s gentle on their pet and the environment. With a passionate and inquisitive mindset, the brand has grown to be number 1 in the Australian cat litter market.
For the new Breeder’s Choice identity it was crucial to capture the brand’s curious spirit and smarts balanced by an overall warmth and approachability. The transition has secured a 20% growth in market share since 2018, taking the brand's current share in grocery to 28.9%*.
*Source: NeilsenIQ Scantrack via Head of Brands & Category.